Sales Lead - General Trade

Company Overview

A fast-growing Indian FMCG and packaged foods company with an established presence in South India. The organization is currently expanding across existing and new markets, emphasizing a performance-oriented sales culture and strategic growth.

Job Summary

The Sales Lead - General Trade will be responsible for driving revenue growth, expanding distribution channels, and strengthening market presence across multiple regions. This role requires a strategic thinker with deep FMCG/general trade experience, capable of managing geographically dispersed teams and scaling the business effectively. The role reports directly to senior leadership and plays a critical part in the company's expansion and market development initiatives.

Responsibilities

• Develop and execute the General Trade sales strategy aligned with the company's growth objectives.
• Own revenue, volume, market share, and profitability targets, creating detailed sales plans on annual, quarterly, and monthly bases across regions, categories, and product lines.
• Identify new markets, distribution opportunities, and growth channels to expand the company's footprint.
• Strengthen distributor and sub-distributor networks, improving outlet coverage, product visibility, and range penetration.
• Monitor distributor productivity, inventory levels, service quality, and financial discipline to ensure optimal performance.
• Build, lead, and develop a high-performing sales organization, setting clear targets, conducting regular reviews, and coaching teams on distribution management, negotiation, and market development.
• Design and evaluate trade schemes, margins, and market initiatives to optimize commercial effectiveness.
• Collaborate cross-functionally with Marketing, Supply Chain, Manufacturing, and Finance to ensure seamless product launches, market activation, demand planning, and financial management.
• Establish dashboards and reporting mechanisms to track sales productivity, market movement, and commercial performance.
• Conduct regular market visits and business reviews to ensure on-ground execution aligns with strategic goals.
• Build a culture of ownership, discipline, and accountability within the sales teams.

Qualifications

• 15–20 years of progressive sales experience in FMCG, packaged foods, dairy, snacks, condiments, or related consumer categories.
• Extensive experience in building and managing General Trade distribution networks.
• Proven ability to scale businesses across multiple regions, especially in South Indian markets (Karnataka, Tamil Nadu, Andhra Pradesh, Telangana).
• Strong understanding of distributor economics, trade schemes, outlet expansion, and sales-force productivity.
• Experience leading geographically distributed sales teams.
• Strategic planning and hands-on market execution skills.
• Strong commercial judgment, analytical skills, and stakeholder management.
• Educational qualifications: Bachelor’s degree or higher in Business, Marketing, or related fields.

Preferred Skills

• Exposure to North and West Indian markets.
• Experience with market intelligence, consumer insights, and competitive analysis.
• Ability to build systems and processes in a growing organization.
• Entrepreneurial mindset with a focus on growth and ownership.
• Strong negotiation, communication, and leadership skills.

Experience

• 15–20 years of relevant sales experience, with a significant portion in FMCG or packaged foods.
• Demonstrated success in building distribution networks and scaling businesses across multiple regions.
• Proven track record of leading and developing sales teams in a dynamic environment.

Environment

• The role involves hybrid work, with frequent market visits across South India and other regions.
• The position requires on-ground engagement with distributors, retailers, and internal teams.
• The work setting is fast-paced and performance-driven, with a focus on strategic growth and operational excellence.

Growth Opportunities

• Potential to advance into senior leadership roles within the organization.
• Opportunity to lead larger teams and regional operations as the company expands.
• Involvement in strategic decision-making and business development initiatives.